Peter zehren ~ ftr 2015.power in palm

Power in the Palm

of Your Hand

Nonprofit Tech News: Fundraising & Technology Report

Z E H R E N C O N S U LT I N GN o n p r o fi t M a n a g e m e n t a n d L e a d e r s h i p © 2015

Take Aways

1. Responsive, Integrated

Design

2. Re-marketing and

Touchpoints

3. Developing a Tech

StrategyZehren Consulting ©2015

Steve McLaughlin - Blackbaud

“Mobile is no longer an option—newsflash.”

Zehren Consulting ©2015

Jon Biedermann– Donor Perfect

“Your donors are over the age of 65 and can’t

see their phones.” Zehren Consulting ©2015

Joel Hill– iGiveHere

“That train has left the station.

We don’t do anything without phones.” Zehren Consulting ©2015

-10% All Gifts Online

- 6% By Mobile

OfflineOnlineMobile


It’s Not Just About Donations



Mobile Nonprofit Strategy

Caryn Stein– Network for Good

“You have a mobile strategy if you’re sending email.”


While 60-80% of All People First Open Email by Phone…

Dunham & Company and Next After


Online Fundraising Scorecard

While 60-80% of All People First Open Email by Phone…

Less Than 50% of All Nonprofits

Have a Mobile Friendly Giving Page.

Dunham & Company and Next After


Online Fundraising Scorecard

Erin Shy– Abila

“Being mobile friendly is about responsive

design.” Zehren Consulting ©2015

Responsive, Integrated Design

- Transitions Seamless, Desk to

Mobile

- Programs Accessible Anywhere

- Increased Staff Flexibility

- Increased Access to

Organization Info


Take A

way 1

Ray Gary– iDonate

a vehicle, or use a credit card,

or cell phone, the experience

is consistent.” Zehren Consulting ©2015

“If donors give

Design Integration

Software Multiple Platform

Design

- Modules

- FaceBook Integration

- Crowdfundraising / Peer-to-

peer Zehren Consulting ©2015

Shannon Arnold– DonorPro

“Total functionality integrates modules for

events, auctions, volunteers and membership.” Zehren Consulting ©2015

CRS Integration

Design Integration

Aware of Constraints of Mobile

- Channel Specific Copy

- Click-through Responsiveness


Creative Data Mining

Segmenting Audience

Personalizing Message


Steve Shattuck– Bloomerang

“There’s lots of tools helping smaller nonprofits

do things only large corporations could do.”


Remarketing and Touchpoints

- Follow Path Before and After

- Place Personalized Messages

- Learn From Corporate

Examples


Take A

way 2

Remarketing: SMARTERHQ, INC.

Re-engaging a

visitor based on a

recent interaction

with your brand,

often in an

automated

fashion.Zehren Consulting ©2015

Remarketing: SMARTERHQ, INC.

Re-engaging a

visitor based on a

recent interaction

with your brand,

often in an

automated

fashion.

MARKETING-PLAYBOOK®

Allows advertisers to

target people who

visit their website

with more specific

ads as the visitor

browses other sites.


You Browse Fridges Online

Then Check Sports

Scores

Fridge Appears

on Sports Page

Remarketing


Harry Lynch– Sanky Communications

“There’s real data to show value for organizations

acquiring donors online.”


Critical Donor Insights

TRACKING SHOWS

• What Donors Are

Looking At

• How Often They Visit

Your Site

• How Many Visits Before

Giving


Paul Habig– Sanky Communications

“These channels have proved

their efficacy… ”


Proven ChannelsFOR TEN YEARS

• Pay Per Click

Advertising

• Search Engine

Marketing

• Ads on Google, Yahoo

& FB



The Real Challenge

How to get everybody to do this on mobile.

Seth Godin– Marketing Guru

- ‘Average’ has Broadened

- We Identify in ‘Tribes’


Squash Average

Ray Gary– iDonate

“Take a look at other industries

and realize you have to make it easy for people to

give.” Zehren Consulting ©2015

Corporate

Corporate Leaders

eBay

Amazon

Google

FB

18% Market Growth (2013)

13% All Online Retail (2011)

67% Market Share (2012)

61% Social Log-ins (2014)


Amazon

Price

Assortment

Experience

5-13% Lower

Category Depth

Customers 13% More Satisfied*

*American Consumer Satisfaction Index, 2011 McKinsey & Company


It’s all about the experience


What People Expect

Developing a Tech Strategy

- Target Channels That Work

- Programs Accessible and

Flexible

- Develop an Overall Plan


Take A

way 3

Social Media

Email

Crowdfunding / P2P

Auction Sites

Donation Pages


Platform Panacea

Steve Shattuck– Bloomerang

“Jumping on every channel can

waste a lot of effort and money.”


Target Channels

Arts Center

Animal Rights

University

Pinterest

YouTube

Crowdfunding

ORGANIZAT

ION

CHANNEL


Tom Ahern– Ahern Communications

“Direct mail will eventually go out of business…postage

will kill it.”


Jon Biedermann– Donor Perfect

“2006-7 we stopped mailing…now response is creeping back and we’re mailing more and more.”


Multi-channel Marketing

10% Mobile

60% Direct Mail

30% Other

JON BIEDERMANN

Smart Give Process

Print or Eblast One Click

Info Self Populates

25% Increase in Donations

JON BIEDERMANN

Crowdfunding: MERRIAM WEBSTER

Soliciting

financial

contributions

from a large

number of people

especially from

the online

community.Zehren Consulting ©2015

Crowdfunding: MERRIAM WEBSTER

Soliciting

financial

contributions

from a large

number of people

especially from

the online

community.

INVESTOPEDIA, LLC

The use of small

amounts of capital

from a large

number of

individuals to

finance a new

business venture. Zehren Consulting ©2015


School tuition, sports teams, medical expenses, projects,

business ideas, events, travel expenses, even pets.

https://youtu.be/ADrc7JSs_5s

Fundraising Hijacked


Andrew Shoaff– Blackbaud

“Crowdfunding is not about net worth, it’s about the network—the size, scale, strengths of a person’s

relationships.” Zehren Consulting ©2015

Miriam Kagan– Kimbia

“Loyalty to your class, school and clubs…all create

friendly competition for crowdfunding days.”


University Edge

Crowdfunding Stats

• $88 is the Average Donation

• $534 Average Raised by

Individual

• $9,237 Average Raised by

Team

• 28% of Donors are Repeat

Donors


It’s about access to capital, passion, innovation, hope, job creation and philanthropy.


Beth Kanter– NP Tech Expert

“Marrying tried-and-true fundraising techniques with social media and online networks –taps the power of crowdfunding.”


Crowdfunding Bill of Rights

http://www.kimbia.com/need-feedback-crowdfunder-bill-rights/


Programs and Platforms Need Ease and Flexibility


Accessible & Flexible

Cloud Based Accessibility

Work Flexibility Office / Field

Share Reports with Donors


Rich Dietz– Abila

“Mobile responsiveness means fundraisers have data in the palm of their

hands when they need it.” Zehren Consulting ©2015

Ken Miller– Denali Fundraising

“Have a plan—start by determining

if using technology is right for your time and

resources.” Zehren Consulting ©2015

Technology Strategy

1.Get the Best Website You Can

KEN MILLER


Technology Strategy


2.Spend Time Setting up Google (grants/ads/analytics)

KEN MILLER


Technology Strategy



3.Have a Good FaceBook Presence (allows tailored targeting)

KEN MILLER


Technology Strategy



3.Have a Good FaceBook Presence (allows tailored targeting)

4.Focus on Acquiring Email

KEN MILLER


Ken Miller– Denali Fundraising

“The biggest challenges to reach donors online are: lack of knowledge, goals, analytics and donations.”


Take Away Review

1. Responsive, Integrated

Design

2. Re-marketing and

Touchpoints

3. Developing a Tech

StrategyZehren Consulting ©2015

Final Thoughts

Online Giving is a Mature Channel With a Dizzying Pace of Change

Competition is From All Directions

Disposable Income Given to Charity Remains Stuck at 2% for 40 Years Zehren Consulting ©2015

Peter Zehren XMPA– [email protected] 880-1270

Z E H R E N C O N S U LT I N GN o n p r o fi t M a n a g e m e n t a n d L e a d e r s h i p © 2015

Questions?

Peter zehren ~ ftr 2015.power in palm

Technology

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